Web Redesign Project
In early 2025, LifeWorks NW invested in a full website redesign, which in turn became my largest priority project. For budget reasons, I had a condensed timeline. From RFPs to completion, I had five months. After selecting an agency to partner with, we set straight to work.
Our previous website emphasized our brand and identity more than helping people find and access services. Over time, multiple vendors and consultants shaped the site, resulting in inconsistent content, a difficult backend, and weaker web performance than we had hoped.
We had three primary goals for the new site. We remained clear that the new site was not a rebranding effort; instead, we would remain true to our identity and focus on a more modern, clean experience for the end user.
Get site visitors to the right content quickly
Our number one comment about our existing website was that it wasn’t particularly useful - to anyone! Obviously, we wanted the site to serve its purpose to inform and direct audiences to the right place. Here’s how:
We used findings from our prior SEO audit to reorganize services into three simple categories based on how people actually search for care, not our internal structure.
We replaced clinical language with plain, searchable terms and reviewed all core content for health literacy to make the site easier to understand.
We expanded program information from just 1–2 lines to dedicated program pages, building on content the Marketing and Communications team had already created through Program Spotlights. Our next step was to created a centralized database that connects programs, providers, locations, and service categories, allowing webpages to be generated and updated in just one or two clicks. This streamlined approach let us launch 30+ program pages quickly while creating a scalable system for future updates.
Create simple pathways to care for new clients and referring
The new website priortizes getting clients to enroll in services and providers to make a referral. This is how we changed the website workflow:
We replaced downloadable PDF forms with HIPAA-compliant online forms, making it easy for clients and referring providers to start the enrollment or referral process anytime, from any device.
We buit out the backend of the forms responses to ensure everything routed to the appropriate department, eliminating a middle step through new technology.
We added clear calls to action throughout the site, including "Get Started" prompts on nearly every page and a prominent "Refer a Client" link in the main navigation, so visitors always know the next step.
Optimize the site SEO and mobile devices
Our SEO analysis showed that visitors were dropping off, in part because the site did not feature our providers, which we learned was a key way many people search for care (for example, "anxiety therapist in Portland"). We also knew our mobile experience needed improvement. Here’s how we responded:
We built out our content using an informed list of keywords based on what terms people for services. We built architecture that prioritized the right content optimize the site for search.
We created a streamlined process for staff profiles, launched with an initial group of providers, and built a system that can be integrated into hiring and onboarding to automate provider profiles. For the first time, the website highlights the people behind LifeWorks NW, helping clients connect with our team before enrolling in care.
We also redesigned the site to be fully responsive on mobile and tablets, creating a much better experience for the nearly half of visitors who access the site on a mobile device.
